In just a decade, the landscape of online search has transformed dramatically. What was once a straightforward process of typing queries into Google has now evolved into a multi-faceted journey that involves platforms like LinkedIn, TikTok, Instagram, podcasts, YouTube, Slack, and Discord. This shift has profound implications for B2B companies relying on traditional SEO and SEM strategies to reach their audience.

The Trust Factor: From Google to Your Network

One of the most significant changes in recent years is the shift in where people place their trust when seeking information. While Google remains a go-to for many, there’s a growing reliance on personal networks and niche platforms for recommendations and insights. This trend is driven by a desire for more personalized and trustworthy information that goes beyond generic search engine results.

• Shift in trust from Google to personal networks and niche platforms.
• Desire for personalized and trustworthy information beyond generic search engine results.
• Growing reliance on recommendations and insights from professional networks.

The Fragmentation of Search

The expansion of search beyond Google is not just about using different platforms; it’s about understanding the nuances of each type of search. Whether it’s a professional query on LinkedIn, a visual search on Instagram, or a video search on YouTube, users are tailoring their search behavior to the specific platform’s strengths. This fragmentation of search means that B2B companies need to adapt their strategies to be present and relevant across a diverse array of platforms.

• Expansion of search beyond Google to platforms with unique strengths.
• Tailoring of search behavior to platform-specific features.
• Need for B2B companies to adapt strategies for diverse platforms.

The Rise of Dark Social

One of the most challenging aspects of this new search landscape is the rise of dark social. This refers to social sharing that occurs outside of publicly available channels and is difficult to track using traditional analytics tools and is a part of the dark funnel. Dark social includes private messages on platforms like LinkedIn, Slack, and even text messages. These interactions often play a crucial role in influencing purchasing decisions, yet they remain largely invisible to standard attribution models.

• Emergence of dark social as a significant influencer of purchasing decisions.
• Invisibility of dark social interactions to traditional analytics tools.
• Importance of tracking and understanding dark social for comprehensive insights.

The Attribution Challenge

The reliance on traditional SEO and SEM metrics for attribution can lead to a skewed understanding of their impact. While attribution software may attribute a large portion of revenue to SEO, the reality on the ground might be vastly different. B2B companies need to look beyond these surface-level metrics and consider the holistic customer journey that encompasses both visible and dark social interactions.

• Discrepancies between attribution software metrics and actual impact.
• Need for a holistic view of the customer journey beyond traditional metrics.
• Importance of considering both visible and dark social interactions in attribution.

The Future of Search for B2B Companies

For B2B companies, the key takeaway is clear: the era of relying solely on legacy SEO and SEM strategies is likely coming to an end (with exceptions). To remain competitive and relevant, businesses must adapt to the evolving landscape of search by embracing a multi-platform approach that incorporates both traditional and emerging channels. This means investing in content that is tailored to different platforms, tracking dark social interactions, and rethinking how success is measured beyond traditional SEO metrics.

• Shift from reliance on legacy SEO/SEM to a multi-platform approach.
• Embracing emerging platforms and adapting content strategies accordingly.
• Rethinking success metrics beyond traditional SEO/SEM metrics.

In conclusion, the decline of legacy SEO and SEM is not a death knell but a call to action for B2B companies to evolve their strategies. By understanding the changing behaviors of their audience and adapting to new search paradigms, businesses can position themselves for sustained growth and success in the digital age.